David Knight - 29th Nov 2017

J.A.C.K have made a very enigmatic video for MØ's When I Was Young. In so doing, the French directing duo have captured the Danish popster's distinctive charisma in a way not previously achieved in her videos.

In a deserted village, a solitary MØ is joined by two other versions of herself, one in white the other in black - the latter accompanied by a group of skeleton-clad ghouls. With a combination of artful choreography and visual effects, the original MØ allies with one of her duplicates to battle the other, and her ghouls. 

MØ has revealed that the inspiration for the video came from Edvard Munch, the Norwegian artist best known for The Scream. “I’m so happy to present this video because it feels very true to the song and to who I am,” she says. "It was inspired by a painting called The Dance Of Life [by Munch]... It’s an illustration of three women – one in white, one in red and one in black – and tells a story about three stages of human life: youth, maturity, and old age.

"I was always drawn to this image as a kid due to its simple symbolism and emotion and have been dying to do a video that could reflect on it. Since When I Was Young is all about nostalgia and reflecting on life –especially the past, but also the now and the future – it just seemed like the perfect time to do it. J.A.C.K came up with the idea of me playing all three women at the same time, dancing the dance of life, seduced, intrigued and fooled by each other, and they took this whole idea to levels I couldn’t even have dreamed of.”

“With this video we wanted to speak about youth, and picture metaphorically how a girl becomes
a woman,” say Camille & Julien from J.A.C.K, “Karen [MØ] is such a talented artist, it has been a
pleasure to develop this concept together with her: an everlasting circle of life choreography, with
life and death dancing hand in hand.”

PRO Credits


ProducerBenjamin Zorrilla
Production CompanyCaviar
Executive ProducerKatie Dolan
Production ManagerBenedict Turnbull
Director of PhotographyKristof Brandl
1st ADChristi Ciurea
SteadicamRemi Quilichini
ChoreographerHolly Blakey
Stylist (Artist)Aldene Johnson
Stylist (cast)Oana Draghic
HairNicole Kahlani
Make-upDanielle Kahlani
ColouristDuncan Russell
Grading companyFreefolk
Post production companyFIRM
EditorManuel Coutant
CommissionerElizabeth Doonan
Other creditsPOST PRODUCERS: Bianca Benloukil, Coralie Duarte SERVICE PRODUCTION CO: Icon Films Romania SERVICE PRODUCER: Alma Bacula SERVICE PROD COORDINATOR: Otilia Catana DANCERS: Waddah Sinada, Grace Jabbari, Stanley West LABEL: Chess Club/RCA

David Knight - 29th Nov 2017

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